感知价值对移动短视频依恋的影响研究——基于网络归属感和网络隐私关注的中介效应视角

Effects of Perceived Values on Media Attachment: The Mediating Effect of Network Sense of Belonging and Online Privacy Concerns

本文以当下较热门的抖音、快手等移动短视频App的用户为研究对象,分析他们在价值感知和移动短视频依恋程度之间的关系,并引入网络归属感和网络隐私关注因素,进行中介效应检验。研究结果表明,价值感知越强,抖音、快手等移动短视频用户对App平台使用的依恋程度越高。另外,网络归属感在感知价值和移动短视频依恋程度上起着正向的中介效应,而用户的价值感知则通过网络隐私关注对移动短视频的依恋程度造成负向显著影响。

This article focuses on the users of mobile videos,such as transient vibes and quick hands,to analyze their relationship between value perception and the degree of mobile short video attachment,and to introduce a sense of network belonging and cyber privacy concerns.Effect test.The research results show that the higher the value perception,the higher the degree of attachment to the app platform for mobile short video users such as vibrato and quick hands.In addition,the sense of network belonging plays a positive mediating role in the perceived value and the degree of mobile short video attachment,while the user’s value perception negatively influences the degree of attachment to mobile short videos such as vibrato and quick hands through online privacy concerns.